From Hero to Zero: Arthur Tolsma talks about the pitfalls of a start-up with a brilliant idea

When everyone tells you your app is a brilliant idea and you agree with them, but you forget that a good idea needs a good business model to earn money, your venture will fail. That is the story of Arthur Tolsma and Greetinq. You can read his story via this link and Arthur is one of the speakers of Failing Forward, a conference in Brussels on 14 October where you can learn from the mistakes others, such as Greetinq have made.